Content marketing is often treated as a creative side project rather than a measurable performance channel. That’s a mistake. Once you start collecting the right data, content marketing becomes just as trackable as paid advertising.
Start with what you already have
Your own website analytics reveal which existing content performs, through pageviews, time on site and internal search behaviour. Internal search data specifically is valuable: it shows exactly what your visitors are looking for that you currently don’t cover, a direct list of content gaps to fill.
Use search trend data to find evergreen topics
Google Trends helps identify topics with consistent, steady interest over time rather than a short-lived spike, useful raw material for a content strategy built to keep bringing in visitors long after publication.
Mine your paid search data, even if you’re not running ads long-term
If you’re running paid search campaigns, you already have detailed keyword performance data. Even a modest, temporary paid search budget can surface which specific search terms and topics are genuinely worth building content around.
Check who’s already linking to similar content
Most first-page results for competitive search terms have at least one external link pointing to them. A backlink checking tool shows what those links are, and gives you a clearer sense of which existing content in your space is genuinely high-performing, useful intelligence for planning complementary content of your own.
Read social engagement, not just search data
Social platforms work differently to search: audiences there aren’t actively looking for an answer, they need to be captured. Reviewing which of your posts get genuine engagement, and using a social analytics tool to check how competitor or industry content performs across platforms, helps you understand what tone and format actually resonates.
Watch what’s trending, not just what’s evergreen
Hashtag activity on platforms like Instagram and X reveals current topics, brands and trends gaining real traction, useful for spotting timely content gaps a purely evergreen strategy would miss.
Frequently asked questions
Is content marketing really a measurable, trackable channel?
Yes, provided you deliberately collect the right data, internal analytics, search trends, backlink data and social engagement, rather than treating content as a purely creative exercise.
What’s the fastest way to find genuine content gaps on my own site?
Your website’s internal search data. It shows exactly what visitors are searching for that you currently don’t have content covering.
Should I run paid search ads just to gather content ideas?
Even a modest, temporary campaign can surface valuable keyword data, though it’s worth weighing the cost against simply mining free tools like Google Trends and your own analytics first.
Turning content into a performance channel
A content strategy built on real data, from your own analytics, search trends, competitor backlinks and social engagement, consistently outperforms one built on guesswork. Treat it with the same rigour you’d apply to a paid advertising channel.
Further reading: How to Collect Data for Your Business | Statistics South Africa for current South African digital and consumer behaviour data
Originally published in July 2019. Updated September 2026 to refresh this data-driven content marketing guidance. The underlying approach to using data across channels remains durable.
